Occam's Razor in the Contingency Theory: A National Survey on 86 Contingent Variables

Document Type

Article

Publication Date

9-1-2006

Department

Mass Communication and Journalism

School

Communication

Abstract

The purpose of this study is to quantify 86 contingent variables and modify the construct of the contingency theory. A nationwide survey among public relations practitioners first enabled quantitative analysis of the 86 contingent variables affecting public relations practice, divided into 12 factors on two dimensions. This test gave parsimony to the matrix of 86 contingent variables initially offered in the matrix, provided validity to the contingency theory, and suggested its theoretical evolution measured against Occam's Razor, which holds that the simplest explanation is generally the most precise and thus the best approach to follow in building theories. (c) 2006 Elsevier Inc. All rights reserved.

Publication Title

Public Relations Review

Volume

32

Issue

3

First Page

282

Last Page

286

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